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AMERICAN INTERNET MARKETING Internet Consulting Services for the American Small Business |
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ROI - Return on Investment You must track your marketing investment to the amount of revenue that is returned to be successful. There are various way to determine your return on investment. We have a unique way to discover the specific revenue from each marketing campaign entered into the system. We use this information to target our marketing campaigns more and more effectively. Increasing successful marketing and cutting unsuccessful marketing is the key. Please Note: Although these are actual numbers, they have been edited and sanitized for the privacy of the company. For example we can determine that, for a specific time period, the search engine Google has provided 521 clickthroughs resulting in 6 transactions and $395.79 in revenue. Combining this information with the actual cost of marketing will determine the value of the marketing service.
We can even be more specific to determine which searched keyword, from which search engine, provided the revenue.
We can also track revenue from various marketing campaigns that are entered into the system. Email campaigns and other online display ads can be tracked as well. We can track sales, downloads, quotes, email views and more. A customer who arrives by typing your URL into their browser, a favorites bookmark, or a non-campaign/non-tracked source is combined into a non-campaign category. (Previous customers are designated as non-campaign.)
The next question is: How much did "ad1" cost you to produce $2215.32 in sales? A cookie also determines returning customers vs. first time customers. As of this date, a visitor is tracked from their original source of entry assigning revenue to the original campaign. If a customer deletes all of their cookies the customer is treated as a first time customer.
The weakness in this system is a customer that arrives through one of these marketing methods and places an order over the telephone. Operators must include a question concerning how the customer found your company. If your company relies on heavy phone sales, this is critical. No system is perfect, percentages and projections used consistently over time can help you get an overall view of success. No system is absolutely complete, but the more you can track the better your decisions will be.
The more accurate your statistics and tracking, the more accurate you can determine your return on investment. If you are not calculating your returns and investment from your marketing you are wasting your valuable time and money. How can you calculate your success?
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